The excruciating pain on his shoulder notwithstanding, Shah Rukh Khan is going all out to promote his new film ‘Billu’ [the word 'Barber' has been removed from all posters/billboards]. Tell him that he's the best marketing brain in the industry thanks to the kind of promotion he did for ‘Om Shanti Om’, he just smiles, "Not Om Shanti Om, but Yes Boss was the film that started it all," he recalls.

Although ‘Billu’ is an SRK production, with Irrfan Khan enacting the title role, SRK hasn't forced himself in the story. On the contrary, he has removed two of his scenes from the film.

Not many are aware that Priyadarshan had offered SRK two choices - a film on heist and the other, a story on friends. "I chose the second," SRK tells me. And the actor is extremely happy with the way ‘Billu’ has shaped up. "We had a screening recently for family and friends. I wasn't expecting people to get emotional, but a lot of people did. The last 20 minutes did make me moist-eyed as well. I think the film will connect with the audiences," the Numero Uno star states.